Liberal Democrats have taunted a regional daily about its circulation figures after producing their own fake local newspaper on the same patch.

The Oxford University Liberal Democrats have claimed a party political pamphlet called the South Oxfordshire Observer has a “higher circulation” than Newsquest-owned daily the Oxford Mail.

The jibe came after Mail editor Andrew Colley hit out at the Lib Dems for publishing the Observer, accusing the party of “deceptive tactics”.

The latest row comes after the Conservatives recently came under fire over dozens of examples of local press mimicry, which included Tory MPs using the names of real newspapers to head up their leaflets.

In a story about the Observer, Andrew said: “In a world where the value of trusted local news is so important, it is incredibly disappointing to see a political party use these deceptive tactics once again.

“Politicians can argue all they want, but this is a flagrant attempt to exploit voters – to mask propaganda and election advertising as genuine news.

“By mimicking local newspapers they are attempting to dupe residents at the same time as undermining the media industry.”

Posting on X, he added: “Election propaganda leaflets masquerading as newspapers is a flagrant attempt to exploit voters and undermines the media industry.”

In response to his post, the Oxford University Lib Dems’ official account posted that the Observer had “a higher circulation than the Oxford Mail.”

But Andrew then hit back by accusing them of publishing “more fake news.”

“Across our Oxfordshire portfolio we have a loyal audience of tens of thousands in print every week and a digital audience of more than 450,000 weekly unique users – many of whom will read about this stunt,” he wrote.

The latest IPSOS audience figures for July show the Mail currently averages 637,000 monthly unique users, while ABC figures for the period January – June 2023 showed the title has an average daily print circulation of 4,463.

Speaking to the Mail, the Henley and Thame Lib Dems defended the move – but also praised the regional press.

Paul Barker, the branch’s chairman, said: “All our campaigning literature in Oxfordshire, including tabloids makes clear it’s from the Liberal Democrats.

“Tabloid newspapers are an effective way of communicating with people and have been used by all political parties for years.

“Having strong local media plays a critical role in holding those in power to account and we will continue working closely with great local newspapers such as the Oxford Mail.”

HTFP has repeatedly highlighted different parties’ use of the tactic in recent years.

Dozens of Tory MPs began delivering such pamphlets in recent weeks, with the names of two real former local papers – the Lincoln Chronicle and the High Peak Reporter – being among those used to head up the pamphlets.

The Conservative Party last week apologised to the Midland News Association after circulating pamphlets under the titles of the Wolverhampton Chronicle, Sandwell Chronicle and Dudley Chronicle – all names trademarked by the MNA.

The Electoral Commission has said it is “powerless” to act on the practice, while the UK Government has also refused to step in, telling HTFP last week that fake local newspapers “should not be regulated”

But, following the Lib Dems’ revival of the practice, Oxfordshire County Council’s Conservative group leader Eddie Reeves told the Mail: “A local ‘newspaper’ with suspiciously high pro-Lib Dem content is not a newspaper.

“At least, it isn’t a newspaper that residents in Oxfordshire want to read after the shambles they have made of running local public services.”

HTFP has attempted to contact the Oxford University Lib Dems for clarification on the Observer’s circulation.